The Truth About
Lab Grown Diamonds

We’ve seen the future! Lab Grown Diamonds are redefining modern luxury and we’re proud to have been the first to introduce them to South Africa. Today, they’re not just a trend. They’re changing what it means to make a truly brilliant investment.
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Same Structure, Same Brilliance


At a molecular level, there’s no difference between Lab Grown Diamonds and their Earth Grown counterparts. Lab Grown Diamonds are created using cutting-edge technology that replicates the natural growing process. The result? Identical sparkle. Identical durability. Identical status.

Details, Darling:
The Love Bridge


True luxury lives in the details. If you take a closer look at our 1 carat Lab Grown Diamond solitaire rings, you’ll find our signature Love Diamond Bridge. This pavé set Diamond detail is set beneath the centre stone and designed to catch the light from every angle. A hidden signature that elevates every piece.

Quality
You Can Trust


All of our Lab Grown Diamonds are hand-selected for quality and graded on the GIA colour scale, just like Earth Grown Diamonds. Even a gemologist wouldn’t be able to tell them apart. And for added peace of mind, all Diamonds weighing 0.50ct and above come with a GIA Diamond grading certificate.

Wear Them
Your Way


Designed to be worn on repeat, Lab Grown Diamonds, when styled your way, are the ultimate expression of who you are. Because in a world where style is personal and rules are meant to be rewritten, Lab Grown Diamonds make one thing clear: There are no labels. Just Diamonds.

The Value Shift

Lab Grown Diamonds are redefining value with premium quality that allows you to maximise your carat without compromising on brilliance. That means you get to go bigger and bolder, whether you’re choosing a statement solitaire or building your everyday Diamond wardrobe.

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Earth Grown Diamonds


Diamonds are something extraordinary. Formed under immense pressure, hundreds of kilometres below the ground, an Earth Grown Diamond’s one-billion-year journey is nothing short of miraculous. They were first discovered in India over two thousand years ago and have remained a symbol of beauty, love and abundance ever since.

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Bold Gold


Timeless. Precious. Bold. A symbol of power, prestige, and prosperity, Gold is one of the most valuable metals on Earth. Highly malleable yet strong enough to secure the most precious stones, it’s the ultimate choice for fine jewellery. Beyond its beauty, Gold is always a great investment. Today’s headturning engagement ring becomes tomorrow’s heirloom adored for generations to come.

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Size Matters


Find your perfect fit – whether in store, at home or secretly for a surprise! Not sure of your ring size? One of the easiest ways to find out is to head to your nearest store where we’ll do it for you. Alternatively, you can find out at home using the string method.

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Lab Grown Diamonds


We’re proud to be redefining the art of luxury with our exquisite collection of Lab Grown Diamonds. Created through advanced technology that mimics the natural process. Lab Grown Diamonds are chemically, physically and optically identical to their Earth-Grown twins. Even a highly skilled gemologist wouldn’t be able to tell them apart.

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Choose Your Cut


Learn more about the classic brilliance of a Round Cut, the vintage-style allure of a Cushion Cut Diamond and more.

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KNOW YOUR METAL TYPE


Each metal tells a unique story—whether it's gold, platinum, or the modern edge of titanium. Understanding the characteristics of each metal helps you choose a piece complements your style. Explore our curated selection and find the perfect foundation for your next treasured accessory.

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Sterling Silver


Bright, beautiful and crafted to shine. For centuries, Silver has been a symbol of wealth, luxury and effortless style. It’s the ultimate precious metal to embrace the latest trends or enjoy timeless elegance that can last a lifetime.

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Who we are


American Swiss – Fine Jewellers Since 1896

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Earth Grown vs Lab Grown


The luxury of choice.

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Gemstone Education


Unveiling the Beauty & Meaning behind every Gem.

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Jewellery Care


Follow a few simple tips and cleaning with care, you can keep your jewellery looking as beautiful as the day you bought it.

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